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You know what they say about payback. Apparently, Sony's feelings are still hurt about Apple rejecting the Sony e-reader application from the App Store because it would have effectively bypassed Apple's system for buying content. As a result of Apple "cracking down" and "tightening control" even further than usual, Sony may now be gearing up to reject Apple - at least in terms of the music it currently makes available through iTunes.

SONY has signaled it may withdraw its artists from Apple's iTunes store and withhold its games from the iPhone in a sign the two companies are on the brink of all-out war.

In a new interview with The Age to promote the launch of Sony's Music Unlimited service in Australia, chief executive of Sony Computer Entertainment Michael Ephraim says his company isn't afraid to take on iTunes in the digital music space. In reality, the company actually welcomes the competition with Apple. Moving forward, in fact, Ephraim doesn't even see a need for doing business with Apple's iTunes when it's no longer the main player in the game.

"If we do [get mass take-up], then does Sony Music need to provide content to iTunes?" Ephraim said. "Currently we do. We have to provide it to iTunes as that's the format right now." Controversially, he added: "Publishers are being held ransom by Apple and they are looking for other delivery systems, and we are waiting to see what the next three to five years will hold."